How to Price to Value: Most B2B Sales Are About Risk Transfer With Garrick van Buren

In this episode, I talked with Garrick Van Buren about pricing as value creation and why every price is really set against the status quo of “doing nothing,” meaning you must outcompete the comfort of not fixing a problem. We break down value as transformation from current to future state and how to quantify it through revenue gains, cost savings, time savings, and especially retention/churn, with examples like a real estate brokerage commission tool where agent retention drove the true value. Garrick shares his “value stack,” customer rediscovery interviews to uncover unpriced value and unmet needs, and a “How’s My Driving” approach to re-segment customers and refine positioning. We also discuss AI, speed-to-value premiums, services vs product tradeoffs, incremental pricing rollouts, and why founders must remove their own money emotions from pricing using metrics like percentage of annual revenue and risk mitigation. 00:00 Pricing Against Status Quo 04:34 Quantifying Value Shifts 06:24 Revenue Retention and Churn 08:35 The Value Stack Framework 09:59 Real Estate CFO Case Study 14:17 Net New Value With AI 17:52 Customer Rediscovery Calls 19:56 Unpriced Value and Missing Offers 21:31 Services Strategy and Time to Value 23:21 AI as New KPI 24:41 Niching and Positioning 25:01 Customer Rediscovery Buckets 27:03 Pricing Power Signals 29:18 Incremental Price Rollouts 33:02 AI Discounts Debate 34:26 Speed to Value Premium 39:23 Jobs to Be Done Lens 42:28 Detach Emotions from Pricing 45:40 Risk Transfer and Credibility Connect with Garrick:  • https://forstarters.substack.com • https://linkedin.com/in/garrickvanburen • https://pricingfromthestart.com Connect with Raul:  • Work with Raul: https://dogoodwork.io/apply  • Free Growth Resources: https://dogoodwork.io/free-growth-resources • Connect with Raul on LinkedIn (DMs open): https://www.linkedin.com/in/dogoodwork/